Increase Transaction Insight with 9 Steps in Google Tag Manager

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December 23, 2013

Here’s a trick to capture additional information from transactions using Google Tag Manager. Let’s say you have several product categories on your site, and you want to easily see how different combinations sell on the site.

1. Create a Custom Dimension named “Transaction Categories”

relatedcat-step1

2. Push Transaction Information through the DataLayer

relatedcat-step2

3. Track your site with a Tag

relatedcat-step3

4. Create a Macro for “Transaction Products” by grabbing the product array

relatedcat-step4

5. Create another Macro for “Transaction Categories” to cycle through the array and output your list

relatedcat-step5

6. Create a rule “trackTrans” to run with the transaction
relatedcat-step6

7. Create a transaction tag; add a Custom Dimension under More Settings

relatedcat-step7

8. Add a separate Event tag; also passing your Transaction Categories

relatedcat-step8

9. Analyze how different product categories interact

relatedcat-step9

relatedcat-step9-5 relatedcat-step9-4 relatedcat-step9-3

Conclusion

You can use similar methods to concatenate SKUs, pass quantity counts, or track other information on the page.

Sayf Sharif is a Senior Analytics Supervisor working with Google Analytics and specializing in Usability and Conversion. He has helped hundreds of businesses design, develop, and improve conversion on their websites since 1997. Things you didn’t know about Sayf: he’s biked from Pittsburgh to Cleveland in 32 hours, studied Archaeology in Graduate School focusing on human tool use, and feels the Oxford comma is more important than Jim apparently does.

  • http://www.booot.co.il Shuki Mann

    very nice example.

    its can be great if you publish more posts about the avalible options with GTM dataLayers and macros

    tnx!

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